We’re not afraid to speak up

While a Senior Designer at Landor, Todd True was brought into the John Deere identity development project after a number of unsuccessful rounds of work. After taking a look at the existing logo, Todd pointed out that what the company had been calling a “leaping” deer for over 100 years was actually a “landing” deer. His winning design made this simple change to the deer’s stance, strengthening John Deere’s story about future potential while maintaining a strong link to their heritage.